Tuesday, 11 March 2014

Media Release: Edgars Announces The Return Of British Footwear Brand, Dr. Martens.

Edgars is renowned for offering a wide range of top fashion footwear brands and this May looks forward to the return of British footwear brand, Dr. Martens. Not only will the brand be available in selected Edgars stores, but also in a stand-alone store later this year.

Throughout Dr. Martens history, the brand has been adopted and subverted by countless characters, subcultures and tribes. These are people who stand out from the crowd in their own unique way and for many their journey of self-expression has been accompanied by a pair of Dr. Martens.

Initially a boot for working men such as postmen and policemen in the 60’s, the following decades saw Dr. Martens boots appropriated by a variety of subcultures and musicians, from punk to grunge, Pete Townsend to Miley Cyrus.

The boots were originally developed during World War II by army doctor Klaus Maertens. He created the first boot after injuring his foot in a skiing accident. His creation included the air cushioned soles that have made the boots famous – the reason they have been dubbed “with bouncing shoes.” 

Maertens partnered with an old school friend, Dr. Funck, and together the pair began to produce the soles that became the cornerstone of the Dr. Martens brand.

Enter Bill Griggs, a respected British shoe maker. He saw an advert placed by the German duo who were looking for overseas partners to manufacture their revolutionary new air-cushioned sole. And so history was made, as Griggs began to manufacture the shoes that we know today. The first Dr. Martens were produced in the UK on April 1st 1960, and the trademark eight eyelet oxblood design – that is still sold today – made its debut.

Despite its long and rich history, the Dr. Martens brand has constantly evolved to remain relevant to today’s consumers. We have no doubt that the brand will be as popular with the South African market as it has proved to be overseas.

From The Desk of: Candice de Carvalho | Phatic Communications | candice@phatic.co.za

P.S The above are styles which will drop in stores from May 2014. I didn’t get information on the prices so...

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